“Every dollar spent on magazine advertising produced a return of $3.94 in sales. Display yielded the next best return with $2.63, followed by cross-media campaigns ($2.62), linear TV ($2.55) and mobile ($2.45),” Hickman continues.

“The worst performing category was digital video with a return of $1.53, while newspapers, out of home and other ad categories were not included in the report,” he continues.

Meanwhile, Hickman notes that the current CPG study does “row against current media spending habits,” to put it mildly.

“Magazine advertising is predicted to be one of the fastest shrinking categories this year, with ad spend in Australia to decline by 17.1% to $319 million as publishers increasingly transition to online and mobile apps, according to a ZenithOptimedia report,” he writes. “Conversely, online video is predicted to be one of the fastest growing categories, with marketers desperate to pour more money into the category.”